Scaling Logitech’s CRM Program to a Global Powerhouse

Logitech, a world leader in innovative peripherals and technology solutions, wanted to expand its successful US CRM program to reach a global audience. The goal was to create a unified, scalable strategy that maintained consistency while being personalized for customers in 47 countries and 21 languages.

The Ask

Logitech’s global expansion faced several critical challenges:

1. Localization at Scale: Adapting content and messaging to resonate with diverse cultural nuances, languages, and customer behaviors.
2. Global Coordination: Aligning stakeholders across multiple regions while maintaining a cohesive brand voice.
3. Technical Scalability: Expanding the CRM infrastructure to handle increased data volume, segmentation complexity, and multi-language support.
4. Customer Experience: Ensuring personalized, engaging communications that nurtured loyalty and drove conversions worldwide.

Our Solution: 

Building a Global CRM Ecosystem

1. Comprehensive CRM Strategy

We started by analyzing Logitech’s existing US CRM program to identify strengths and opportunities for scaling globally. Key steps included:

• Mapping out customer journeys across various regions.
• Segmenting audiences by demographics, behaviors, and preferences.
• Developing a scalable framework for personalized content and automation.

2. Localization and Personalization

To ensure relevance in each region, we implemented robust localization strategies:

• Translated and adapted CRM content into 21 languages to reflect cultural norms and preferences.
• Designed region-specific campaigns that highlighted local events, promotions, and product launches.
• Integrated dynamic content to deliver personalized messaging at scale.

3. Technology and Infrastructure Expansion

We upgraded Logitech’s CRM infrastructure to support global operations:

• Migrated data into a centralized CRM platform with advanced segmentation and multi-language support.
• Developed automation workflows tailored to each region’s customer lifecycle stages.
• Integrated global tools like email marketing platforms, analytics, and reporting systems.

4. Stakeholder Alignment and Training

To ensure seamless implementation, we:

• Conducted workshops with regional teams to align on goals, processes, and best practices.
• Created detailed playbooks and templates for local teams to execute campaigns efficiently.
• Established centralized reporting dashboards to track performance globally and regionally.

5. Multi-Channel Campaign Execution

We extended Logitech’s CRM strategy across multiple touchpoints, including:

• Email Marketing: Personalized campaigns to engage users at every stage of the customer journey.
• Social Media Integration: Region-specific posts to enhance brand engagement.
• In-App Messaging: Tailored messages within Logitech apps to drive product usage and loyalty.
• Landing Pages: Localized pages for promotions and lead generation.